Cordial welcome you to visit my blog and pleased to share it with you and your friends. This SPD4290 Viral Marketing 2010's blog is created to discuss the benefits and power of the “VIRAL MARKETING” for my SPD4290 individual assignment. Let’s discuss how to go viral, to create buzz, and to generate more awareness……
Shirley Chan (Viral Marketing @ SPD4290)
Shirley Chan (SPD4290)
Student from PolyU SPEED
Semester 3, Yr 2009/2010, Viral Marketing
Conceived by TQ and its Brisbane-based ad agency, CumminsNitro Brisbane, it was executed in the US and Canada by Quinn & Co. The concept was simple:
Interested candidates would need to post a one-minute video application on TQ’s website explaining why he/she should be chosen as caretaker of Hamilton Island on the Great Barrier Reef. The job would be a six month contract paying AUD$150,000 with a base on Hamilton Island in a rent-free luxury home and the opportunity to explore Queensland and blog about these experiences.
The story broke on 12 January 2009 in the UK with coverage in every daily national newspapers, plus interviews with TQ’s UK regional director on GMTV, BBC News, BBC1, CNN, GMTV, Channel 5 News on day one alone, plus radio interviews on national and local stations.
The selection process would include wildcard voting by the public and an interview in Queensland for the final 16. The final applicant would commence on 1 July 2009.
Viral marketing (buzz marketing) definitely has a place in the business world today. It is cheap, and with clever ideas people can really take advantage of the viral characteristics and potential of social media and the search engines.
Viral Marketing is effectively an online form of word-of-mouth communication to communicate marketing message that harnesses the network effect of the Internet and can be effective in reaching a large number of people rapidly as a marketing message is rapidly transmitted in the same way as a natural or computer virus, facilitated by different media, such as email and websites. When successful, results in exponential growth.
When planning integrated campaigns, it is important to note that a successful viral marketing creates “buzz” as content is uniquely engaging and causes the online#viral affectthat can be amplified through offline media mentions or advertising either on TV and radio or in print.
From a practical point of view, online viral marketing involves generating word-of-mouth and links through to a website, like as part of online PR.
Remarks
# Viral effect - people will discuss online or offline and more people will become aware of or interact with the brand campaign.
